Mr Organic
Mr Organic is a UK-based organic Italian pantry brand selling 120+ plant-based products—tinned tomatoes, beans, sauces, ketchup, oils, vinegars, pasta and rice—to UK shoppers through Waitrose, Ocado, Holland & Barrett, Whole Foods Market, Planet Organic, Abel & Cole and direct online at mr-organic.com.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mr Organic does
Mr Organic is a UK-headquartered organic Italian pantry brand founded in 2009 by Valerio together with two co-founders, trading as The Organic Family Limited from London. It sells 120+ organic, plant-based Italian pantry products across categories including tinned tomatoes and passatas, beans and legumes, pasta sauces (Healthier Choice, Ragu, Stir-In), ketchup, extra-virgin olive oil, balsamic vinegar and glaze, pasta and rice (including high-protein Chickpea Protein Rice and Black Venere rice), pestos, antipasti, soups and juices, plus a Plant Points loyalty program.
The company's production is anchored by its own organic farm in Pontinia, south of Rome, where tomatoes are grown with three generations of domain expertise and processed within five hours of harvest at a solar-powered on-site facility; in-house chefs (Andrea for recipe development, Giovanni for bean preparation) produce proprietary formulations, and the range has been fully vegan since 2017 and BPA-free in its can linings since 2016. Certifications include Soil Association Organic (2013 Gold award), B Corp, Vegan Society, Free From Food Awards (2017) and Great Taste Awards (2021), and tomatoes (30+ per ketchup bottle) and Chickpea Protein Rice (22g protein per 100g) are the standout functional claims.
Commercially Mr Organic uses a multi-channel distribution strategy—Waitrose (first major supermarket), Ocado, Holland & Barrett, Whole Foods Market, Planet Organic, Abel & Cole, Booths, plus independent health food stores and a direct online storefront at mr-organic.com—and a founder-led posture of building specialist-channel presence first before negotiating with mass-market supermarkets on its own terms. The company has not raised institutional capital, has only 1-10 staff in London, and a substantial portion of commercial energy is invested in community-impact content and partnerships (Felix Project, Made in Hackney, One Tree Planted, Abel & Cole seedling projects) that reinforce its B Corp positioning.
Mr Organic firmographics
Firmographics- Name
- Mr Organic
- Legal name
- The Organic Family Limited
- Website
- https://mr-organic.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mr Organic is a UK-based organic Italian pantry brand selling 120+ plant-based products—tinned tomatoes, beans, sauces, ketchup, oils, vinegars, pasta and rice—to UK shoppers through Waitrose, Ocado, Holland & Barrett, Whole Foods Market, Planet Organic, Abel & Cole and direct online at mr-organic.com.
- Ownership category
- akta.pro rank
Mr Organic industry classification
Industry- Product category
- Organic Italian Pantry Staples
- NAICS
- Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Food Manufacturing (311), Other Specialty Food Retailers (44529)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Organic Packaged Foods Manufacturing (Certified Organic, Clean-Label) (AFAKAJAA)
- akta.pro secondary industries
- Natural/Organic Supermarkets & Chains (CRAHAEAA), Organic & Natural Packaged Grocery Wholesale (AFAIAJAB)
Keywords
Where Mr Organic is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Mr Organic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Product Sales: Direct sales of organic Italian pantry products through retail partners and direct-to-consumer online store. Revenue generated from tinned tomatoes, pasta sauces, beans, oils, vinegars, and other Italian organic food products.
- Retail Distribution: Wholesale supply to major UK retailers including Waitrose, Ocado, Holland & Barrett, Whole Foods Market, and independent health food stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer retail pricing through stockists |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels9 records
Mr Organic product offering
Product offeringCore offering
Mr Organic is a UK-based Italian organic food brand that produces and sells over 120 organic Italian pantry essentials — including beans, tomatoes, pasta sauces, olive oils, vinegars, pasta, rice, pestos, antipasti, soups, and juices — through major UK retailers and its own direct-to-consumer online store. The company operates its own organic farm and production facility in Pontinia, Italy, where tomatoes are processed within hours of harvest.
Product overview
Mr Organic is an Italian organic food brand founded in 2009 by Valerio, offering over 120 Italian pantry essentials across categories including Beans & Legumes ( Aduki, Baked, Black, Borlotti, Cannellini, Chickpeas, Butter, Red Kidney, Green Lentils, Mixed Beans), Italian Tomato Basics (Whole Plum, Cherry, Chopped Tomatoes, Passata variants, Tomato Puree), Pasta Sauces (Healthier Choice Arrabbiata/Basilico/Bolognese, Ragu variants with Seitan/Tofu/Soya/Lentil, Stir-In sauces, Authentic Cherry Tomato), Ketchup & Salsa, Oils & Vinegars (Extra Virgin Olive Oil, Balsamic Vinegar of Modena, Glaze), Pasta & Rice (including Chickpea Protein Rice, Black Venere Rice), Pestos, Antipasti, Soups, and Juices. The company operates its own organic farm in Pontinia, Italy, and maintains a Plant Points loyalty program. Products are sold through major UK retailers (Waitrose, Ocado, Whole Foods Market, Holland & Barrett, Booths) and independent health food stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Beans & Legumes Range Organic tinned beans and pulses — borlotti, cannellini, chickpea, lentils, butter beans, mixed beans — produced in-house in Italy with no added salt or sugar, targeted at health-conscious home cooks.
- Italian Tomato Basics Organic chopped tomatoes, tomato purée, and passata processed within five hours of harvest, sold to consumers for everyday Italian cooking.
- Pasta Sauces Organic Italian pasta sauces in a range of tomato, arrabbiata, and vegetable-based varieties, sold to consumers for ready meals.
- Ketchup & Salsa Organic tomato-based ketchup and salsa products positioned as healthier condiment alternatives.
- Italian Extra Virgin Olive Oil Organic extra virgin olive oil bottled in Italy and sold to UK consumers for cooking and dressing.
- Balsamic Vinegar of Modena Organic Balsamic Vinegar of Modena PGI, sold to consumers as a premium Italian condiment.
- Balsamic Glaze Organic balsamic glaze, a thicker reduction form of balsamic vinegar, sold to consumers as a finishing condiment.
- Black Rice (Venere) Organic Italian Black Venere rice, an aromatic wholegrain rice variety sold to UK consumers.
- Chickpea Protein Rice Organic chickpea-based rice substitute positioned as a high-protein, low-carb alternative to traditional rice.
- Pasta Organic durum wheat pasta range in multiple shapes, sold to consumers for Italian cooking.
- Pestos Organic Italian pesto sauces in classic and alternative varieties, sold to consumers as a ready-to-use condiment.
- Antipasti Organic Italian antipasti products, including olives and other preserved starters.
- Soups Organic Italian-style soups sold as ready-to-eat pantry options.
- Juices Organic Italian fruit juices sold as beverages in the pantry line.
- Plant Points Loyalty Program Free loyalty program rewarding customers with points for purchases that can be redeemed against products and exclusive perks.
Quantifiable outcome
- Products processed within 5 hours of harvest
- +3 more outcomes
Companies that use Mr Organic
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles1 record
Mr Organic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mr Organic partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- Garden OrganicminorOrganic growing education partnership providing tips for successful organic gardening including soil care, pest management, and seed saving.
- Made in HackneycoreCommunity kitchen partnership where partner restaurants create meals using Mr Organic products, donating one meal for each sale to support community members in need.
- W.A.V.E (We Are Vegan Everything)minorPlant-based restaurant partner creating a creamy pesto pasta dish using Mr Organic Basil Pesto for the Food Made By Friends For Friends campaign.
- EN ROOTminorPlant-based restaurant partner creating a 5 Bean & Pepper Stew and Sweet Dosa with Glazed Bananas for the Food Made By Friends For Friends campaign.
- The Spread EagleminorLondon's first fully vegan pub creating a Chocolate & Hazelnut Martini using Mr Organic award-winning chocolate spread for the Food Made By Friends For Friends campaign.
- Plant HubminorPlant-based gluten-free Italian restaurant creating a Hazelnut & Chocolate Calzone for the Food Made By Friends For Friends campaign.
- Abel & ColecoreSeedling project partnership launching April 2021. Gifted 2000 customers with Mr Organic tomato seeds through educational and interactive Tomato Workbook. Partnership extended to include Andover Trees United charity working with schools.
- The Felix ProjectcoreFood surplus charity receiving regular donations and volunteer support. Team members visit Park Royal depot to help build food donation pallets for London charities.
- City HarvestminorLondon food waste reduction charity receiving product donations to redistribute surplus food to those in need.
- Food Cycle IslingtonminorLocal charity creating delicious meals for people in need, with Mr Organic supporting their cooking with nutritious ingredients.
- CrisisminorOrganization working to end homelessness, receiving pallet donations of tinned chopped tomatoes from Mr Organic.
- Healthy GenerationsminorCharity organization supported through various donations and community initiatives.
- One Tree PlantedcoreEnvironmental partnership planting 1 tree per day (365 trees annually). Supports reforestation projects including Rwanda forest restoration and Indonesia rainforest for orangutan habitat.
- Hugletts Wood Farm Animal SanctuaryminorAnimal welfare charity supported through fundraiser events, product donations, and team visits. Sanctuary provides home to 300+ rescued farm animals in East Sussex.
- Whole Kids FoundationminorFarm visit partnership where team members joined school children at Crockford Bridge Farm to harvest fruit and vegetables for chutney-making projects.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Mr Organic competitors and assessment
Company assessmentDirect peers
- Clearspring: UK organic and plant-based pantry brand selling through health-food stores, Whole Foods and independent retailers in the UK. Direct peer in organic Italian/Mediterranean pantry categories, comparable positioning, and overlapping customer base.
- Mutti: Italian tomato specialist (passata, chopped tomatoes, pulp) with growing UK presence in premium grocers. Directly competes with Mr Organic's tomato basics range and represents the category "gold standard" benchmark against which organic provenance claims are judged.
- Biona Organic: UK-based organic brand offering a similarly broad range of organic Italian-style pantry staples (pasta, tomatoes, beans, oils, vinegars) into the same indie and health-food retail channels. Closest direct comparable to Mr Organic on proposition, geography and channel mix.
- Whole Earth Organic: UK organic brand best known for peanut butter and a growing organic pantry range, distributed across major UK multiples. Direct competitor for the same organic-conscious shopper and the same shelf space in ketchup/sauce adjacencies.
- Pomì (Conserve Italia): Italian tomato-products brand owned by Conserve Italia, widely distributed across UK supermarkets (Tesco, Sainsbury's). Direct competitor in tinned tomatoes and passata, with a stronger mass-market foothold but weaker organic credentials.
Broad incumbents
- Dolmio (Mars) / Seeds of Change (Mars): Co-founder Kostas Papakostas explicitly cites Dolmio as the comparator Mr Organic wants to disrupt, while Mars-owned Seeds of Change occupies the organic pasta-sauce shelf directly. Combined, they represent the conventional and organic incumbent alternatives crowding the same fixture.
- Rapunzel Organic: Established German organic food manufacturer with broad organic pantry range including tomatoes, pasta sauces and pulses, selling across European and UK health-food channels. Broader incumbent peer with similar organic-only positioning but significantly larger scale.
- Heinz (Kraft Heinz): The dominant ketchup and pasta-sauce brand globally and Mr Organic's explicit named benchmark, which Mr Organic positions itself as a "healthy alternative" to. Mass-market incumbent whose shelf dominance and trade spend set the competitive gravity in pasta sauce and ketchup categories.
Emerging players
- Tesco Organic / Sainsbury's Organic own-label: Major UK grocers' growing organic own-label ranges increasingly compete with Mr Organic on shelf and price. They have distribution and shopper data advantages Mr Organic does not, and represent the structural risk that conventional retailers expand their own organic ranges instead of listing independent brands.
Others
- Planet Organic: UK organic health-food chain that is both a current stockist and a potential bulk buyer/distributor for Mr Organic products. Listed here as a channel partner rather than competitor, but is itself a focused organic-Italian specialty player and an important go-to-market dependency for the brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Mr Organic social profiles
Digital presenceMr Organic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mr Organic leadership team
Management profileNumber of profiles
Profiles4 records
Mr Organic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mr Organic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mr Organic
What does Mr Organic do?
Mr Organic is a UK-based Italian organic food brand that produces and sells over 120 organic Italian pantry essentials — including beans, tomatoes, pasta sauces, olive oils, vinegars, pasta, rice, pestos, antipasti, soups, and juices — through major UK retailers and its own direct-to-consumer online store. The company operates its own organic farm and production facility in Pontinia, Italy, where tomatoes are processed within hours of harvest.
Is Mr Organic a public or private company?
Mr Organic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mr Organic founded?
Mr Organic was founded in 2009. It employs 1 to 10 people.
Where is Mr Organic based?
Mr Organic is headquartered in London, United Kingdom, in the Europe region.
How does Mr Organic make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are retail Distribution.
Who are Mr Organic's main competitors?
Direct peers on record are Clearspring, Mutti, Biona Organic, Whole Earth Organic and Pomì (Conserve Italia). Broad incumbents are Dolmio (Mars) / Seeds of Change (Mars), Rapunzel Organic and Heinz (Kraft Heinz). Tesco Organic / Sainsbury's Organic own-label is listed as an emerging player. Planet Organic is listed as an others.
Does Mr Organic have an API?
No public API is recorded for Mr Organic.
What industry is Mr Organic in?
Mr Organic's product category is Organic Italian Pantry Staples. Its primary akta.pro industry code is AFAKAJAA, Organic Packaged Foods Manufacturing (Certified Organic, Clean-Label), with a secondary code of CRAHAEAA, Natural/Organic Supermarkets & Chains. Its NAICS code is 3114 and its SIC code is 2030.